Abstract
Lion Air is an airline that has a low-cost carrier concept, which makes Lion Air an airline that has low prices. With these low prices, does it improve customer fulfillment? This study aims to determine the effects of service quality, amenities, and pricing on purchase choices. Associative quantitative research methodologies are used in this kind of study. The sample comprised 210 individuals who had taken a flight on Lion Air during COVID-19 and were at least 17 years old. The analysis technique uses Amos 24 software and SEM (Structural Equation Modelling) analysis. The results showed that service quality has a favorable and considerable impact on customer satisfaction. Facilities have a significant and positive effect on customer satisfaction. Price has a positive and substantial influence on customer satisfaction.
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